Marketing

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January 30, 2026

The 2026 customer loyalty leaders include Levi Strauss, Skechers, Walmart, T.J. Maxx and Amazon, according to the 28th annual Brand Keys Customer Loyalty Engagement Index.

The big shift in customer loyal is the huge jump in customer expectations, according to a press release on the index findings.

The CLEI, conducted annually by Brand Keys, a New York-based brand loyalty and engagement research firm, measures how effectively brands create loyalty

“This year marks an historic moment,” Robert Passikoff, founder and president of Brand Keys, said in the release. “Expectations are rising faster than brands are improving. Consumers want more from brands across every touchpoint, and they reward brands that deliver. Long-time loyalty leaders are being challenged by brands that better anticipate and deliver what matters most to consumers.”

This year’s engagement and loyalty leaders when it comes to retail category brands includes:

• Apparel: Levi Strauss.
• Athletic Shoes: Skechers.
• Department Stores: T.J. Maxx.
• Discount: Walmart.
• Dollar Discount: Dollar General.
• Firearms: Ruger.
• Home Repair: Home Depot.
• Natural Markets: Whole Foods.
• On-line Payments: PayPal.
• On-Line Shoes: Zappos.
• On-Line: Amazon.
• Pharmacy: CVS.
• Price Clubs: Costco.
• Shipping: UPS.
• Sporting Goods: Dick’s.

“The loyalty paradigm has fundamentally changed,” Passikoff said in the release. “Awareness and satisfaction aren’t enough. Those are but ‘table stakes.’ Today’s loyalty is more complex, more measurable, and far more predictive. If done right. Brands that align with what consumers truly expect — emotionally and functionally — will see deeper engagement, greater market share, and higher profits.”

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